The GDPR enshrines the right to the impersonal price

This article argues that the General Data Protection Regulation grants to consumers-data subjects the right to be offered the impersonal price. Consumers-data subjects have the right to resist the processing of their personal data to offer a personalized price to them; accordingly, they will be offered the impersonal price. More precisely, consumers-data subjects have the right to be offered the impersonal price without knowing what the personalized price would be. This right exists regardless of whether the legal basis for processing personal data and profiling consumers is consent or the legitimate interests of the data controller. In the case of consent, the right derives from the requirement is freely given. In the case of legitimate interests, the right derives from the right to object. The right to the impersonal price contributes to the governance of digital markets by increasing consumer trust and empowering consumers, thereby supporting the construction of a fair digital internal market.